Why study this?

Tatler is a British magazine published

by Condé Nast Publications focusing on
fashion and lifestyle, as well as coverage of
high society and politics. It is targeted
towards the British upper-middle
class and upper class, and those interested
in society events. Its readership is the
wealthiest of all Condé Nast's
publications. It was founded in 1901
by Clement Shorter.

Tatler is an upmarket lifestyle/consumer

magazine which offers some clear contrasts
with Reveal (see other CSP) . It is aimed at a
very specific audience and is probably not a
product normally engaged with by the
majority of students. The product raises
issues of perceived quality and offers
plenty of opportunities for analysis and
interpretation.
Using the internet complete the context activity in your CSP Booklet.

What other magazines does Conde Nast own?

What year was Tatler magazine first published?

What genre is Tatler?

What is the demographic audience Tatler

target?

Go Further task:
In industry terms what is Conde Nast a good
example of?
Using the internet complete the context activity in your CSP Booklet.

What other magazines does Conde Nast own?

They produce magazines such
as Vogue, Glamour and GQ
What year was Tatler magazine first published?
1901 (although it was based on a publication
established in 1709)
What genre is Tatler?
Fashion and lifestyle
What is the demographic audience Tatler
target?
millennial Sloane's (upper class, middle upper
class, females who are young)
Go Further task:
In industry terms what is Conde Nast a good
example of?
Horizontal integration
 Codes and conventions
Magazine covers use codes to create sub-genres
such as fashion, film or celebrity this helps the
consumer identify the type of content the magazine
will have.

Magazine covers also follow typical conventions,

such as having a central image that is the main
focus of the magazine issue or having a direct mode
of address.

Mode of
address
Masthead

Central image

Typography

Colour palette

anchorage
1.
 Using the internet select a Codes and conventions
magazine cover of your choice and
denote what you see using the
following table. 2.

Mode of Direct – eye contact with model

address on front.
Masthead Stylish lettering with detailed
serifs.
Central image Medium shot, slight low angle of
Blake Williams. Wearing a white
top with silver coloured
jewellery that is elaborate.
Typography Aside from the title all other
font is san-serif, bold with a
range of sizes and colours.
Colour palette Pale, light, airy colours, blues
and whites
anchorage The words trends and style
compliment the stylish
typography and the models
attire.
 Genre

Magazine’s come in a huge range of genres. Each type of genre will have it’s own conventions.
Can you identify the following genres?

Fashion/Style Film Celebrity/Gossip

Q. Notice how the central image sometimes covers the magazine title. Why do you think this is?
A. It puts the subject of the central image in a position of importance. It also rewards readers
who regularly buy the magazine and do not need to see the title to identify it.
 Genre

What genre is the Tatler magazine?

What are the codes and conventions that

tell us?

• Central image of Emma Weymouth in

dress.
• “Who to stay in touch with”
• Blonde ambition
• Lockdown fashion
• Masthead and stylish typography.
• Love in the time of corona “how the
social set get married”
• See EU later and meet Boris’ brother –
workings of Westminster web all link
to right wing political class which has
connotations of wealth.

3.
When analysing a magazine cover there are six areas we can examine. Semiotic analysis

Design and layout Typography

Rule of thirds Font style

Negative/positive space Size of text
juxtaposition

Non-verbal codes Verbal codes

Mis-en-scene Titles
Costume Slogans
Images Anchorage text
Body position Other words
(visual aspects of the image)

Colour palette Photographic codes

Use of colour Cropping

Connotations associated Shot selection
with colour Angle of shot

In groups I will assign 1 area for you to analyse this cover, then your group will share what
you have found with the class to create a comprehensive semiotic analysis of this cover.
• Juxtaposition of red and black and white.
• Simple design.
• Use of white space signifies authenticity or
a sense of cool.
• Overlays and partially obscured
components give a sense of dynamic.
• Obscured title rewards the readers who are
‘in the know’.

Use the key words

glossary to tell me what
juxtaposition means.
• Size of typographic elements signifies
importance.
• Text on cover is uniform style (upper case
with small serifs – signifying coherence)
• Dark glasses connote mystery; absence of
eye contact makes subject less vulnerable,
more powerful.
• Emotions may be hidden behind the
shades. Shadow of the peak on the cap
reinforces this.
• Neck tattoo has associations of gang sub-
culture links with stereotypes of hip-hop
genre but the content of the tattoos
contradicts this stereotype by using flowers
perhaps showing a more gentle side.
• Wiz’s hand holds his cap connotations of a
possible salute or raising your hat both of
which contradict the notion of power or
dominance.
• Magazines title is true associations to
language used in hip-hop culture, it also
denotes something authentic.
• Slogan on wiz’s hat includes the word king
which carries associations of power,
dominance.
• The tag ‘and you think you know me’
reinforces previous ideas of wiz as a man of
mystery.
• Black and white connotes classic or
sophisticated, it also connotes authenticity
– something that is laid bare.
• Limited use of colour red heighten effect of
juxtaposition.
• Red has connotations of passion or violence
which could be linked to hip-hop but in this
case the passion element is reinforced by
the music tattoo on wiz’s neck a place
associated with passion and which must
have shown great passion to endure.
• Tight cropping creates a close up image
indicating power dominance.
• Low angled shot positions the audience
with wiz looking down this is further
exaggerated by a slight backward tilt of the
head. Reinforcing power and superiority.
• Passionate about music.
• Superior and dominating but with subtle
complexities and vulnerabilities.

Now using one of the magazine covers

assigned to you complete a semiotic
analysis.

4.
When analysing a magazine cover there are six areas we can examine. Semiotic analysis

Design and layout Typography

Rule of thirds Font style

Negative/positive space Size of text
juxtaposition

Non-verbal codes Verbal codes

Mis-en-scene Titles
Costume Slogans
Images Anchorage text
Body position Other words
(visual aspects of the image)

Colour palette Photographic codes

Use of colour Cropping

Connotations associated Shot selection
with colour Angle of shot

What conventions are different?

5.
Here are a few cover from the
fashion sub-genre of magazines.
Clearly there is a conventional style
here.
What are the similarities?

6.
Q. How is media language used to target and address a specific audience?

If I bought this magazine what should I expect the content to include?

• Information about
upcoming films
• Interviews with A list
stars of popular films
• Insights into films due
to be released
• Expert opinions and
reviews on newly
released films.

Now imagine I open it and

the article looks like this.

I would be disappointed. I may ask for my money back, review the media text badly.

Media producers use genre to help target the right audience and they do that using media
language.
Lets see how.
Mode of Address
Some magazines like gossip or chat magazines will use an informal mode of address,
which appeals to their target readership and suits the content of the magazines.

Newspapers and television news programmes use a formal mode of address, which
suits the serious nature of the content and is what their audience would expect.

Construction
A moving image text can use enigma codes, star actors, or multi-stranded
narratives to help it appeal to its target audience.

A print text layout and design will attract its audience with sell lines, cover lines and
an eye-catching cover image.

Language
Hospital dramas use medical language to make the action and dialogue feel more
realistic.

Computer gaming magazines use a subject-specific lexis featuring gaming words like
‘boss’ (highest level of enemy), ‘Twinking’ (helping out a less advanced player) or
‘nerf’ (when an update reduces the power of a certain weapon or character) that
will appeal to their gamer audience but may not be understood by people who
aren’t gamers.
7.
Q. How are narrative devices used to tempt prospective buyers to delve further into the
magazine?

We know that Propp’s theory relates to a

narrative in which the hero goes on a quest.
Within that quest there are certain character
functions that help drive the narrative.

We can use this theory to analyse how

magazine covers send the reader on a ‘quest’
perhaps a journey of self improvement or
discovery or perhaps a quest to achieve new
things or gain new knowledge.

Propp’s “character types” are:

• the hero – the person on a quest to solve the problems or resolve disruption
• the villain – the person who tries to block the hero’s progress in their quest
• the dispatcher – the person who sends the hero on their quest
• the helper – the person who helps the hero during their quest
• the donor – the person who helps the hero by sacrificing something on the hero’s behalf
• the damsel in distress – the person who needs saving to help resolve the narrative
• the princess – the person who becomes a prize for the hero.
 • the hero – the person on a quest to solve the problems
or resolve disruption
• the villain – the person who tries to block the hero’s
progress in their quest
• the dispatcher – the person who sends the hero on their
quest
• the helper – the person who helps the hero during their
quest
• the donor – the person who helps the hero by sacrificing
something on the hero’s behalf/ provides information or
an object.
• the damsel in distress – the person who needs saving to
help resolve the narrative
• the princess – the person who becomes a prize for the
hero.
Mode of address

the ‘hero’ could be the potential buyer of the magazine/product in which the
rewards are the fulfilment of aspirational fantasies (the prize) – the
experience offered by the magazine or the product. The magazine
cover/advert itself becomes the dispatcher, offering a goal for the hero
reader to seek. The reader/ consumer could also be the ‘villain’, since they
themselves stand in the way of success (whether due to personal inhibitions
or a lack of financial capacity).

hero villain dispatcher helper donor damsel Princess/Prize


hero
The non-verbal code of the
model looking directly at the
reader alongside the verbal
codes of the taglines such as “get
what ‘you’ really want” make it a
direct mode of address
positioning the reader within the
narrative.
villain
The reader could be placed as
the villain as they must
‘overcome’ inhibitions to achieve
the success that is alluded to by
the magazines cover image. This
again is alluded to with the tag
“get what you really , really
want”
helper
Some of the articles imply a sense
of assisting the reader through the
challenging aspects of this quest.
The tag “I accomplished none of my
goals last year and tats ok” offers a
relatable phrase for the reader to
identify with, a suggestion that
they will not be alone in the
difficult times.
dispatcher
The magazine cover dispatches the
reader on a quest. The anchorage text
in a blue circle reads “make this ‘your’
year” acting as a call to action for the
reader to begin there quest.
damsel
In this instance the reader could also be the
damsel, needing saving from there current
life/situation. This would position the
magazine as the hero by saving the reader.
Princess/Prize
The model on the cover acts
as an inspirational positive
stereotype that readers can
aspire to. Verbal codes also
allude to a more fulfilling
lifestyle and a better version
of yourself should you be
successful in completing the
quest.
donor
The articles relating to “lets
have a conversation about
your makeup haul” and the
checklist of achievements
suggests the magazine will
provide essential information
and advice to allow the hero
(reader) achieve there quest
and gain the prize.
8.
hero dispatcher damsel

Princess/Prize

villain

donor

helper

9.
What about Todorov’s theory?

Lets recap – equilibrium, disruption, recognition, attempt to repair and a return to a new equilibrium.

Do any of these stages apply to the magazine?

equilibrium disruption recognition attempt to repair return to a new

equilibrium
A reference to the The final stages of a Offering an alternative Offering a solution to Offering fashion tips
new British controversial political tory member some problems posed by the for use during
Establishment and an decision, one that readers may want to pandemic lockdown, presented
inside look at how many of the target know more about as as the new norm.
things work. readers would have his political beliefs
supported. differ from the PM’s
Enigma – this narrative device is the presentation of a puzzle that the audience are left to solve, it can be in the form of a
cliffhanger, an unknown question the audience must follow to have the answer revealed or a mystery that the audience can
attempt to solve. This device is a good way to get readers of a media text to engage with it and continue to engage or initially
attract them.

How has Tatler used this narrative device?

• By posing questions and partially teasing the

answers
• By hinting at secret information or behind the
scenes knowledge.

Activity 10
How have the producers of Tatler chosen to represent the people, Representation
issues and ideas they have selected?

This issue was released in January 2021 – there are some key events
happening around this time.

• Global pandemic
• Black lives matter movement nominated for Nobel peace prize that
month.
• UK left EU on 31st January 2021.

Representation is very important, the use of stereotypes is used to

create relatability, to target specific audiences and to save time in
identifying a person or place. However negative stereotypes can
reinforce prejudices and peoples opinions.

Discuss – what are the negative stereotypes we associate with right

wing politics or very wealthy people?
• Snobbish
• Selfish
Why do you think Tatler have chosen • racist
the people to represent on the front
cover?
How have the producers of Tatler chosen to represent the people, Representation
issues and ideas they have selected?

See EU later! – who to stay in As a clean break from EU and which

touch with. people are worth keeping in touch with as
though you are turning your back on the
rest.
Love in the time of corona – That the pandemic is a crisis because it is
how social set get married in impeding on the ability to throw social
a crisis gathering and how to overcome that. Also
that marriage is an expectation or
something to aspire to.
Blond ambition Max Johnson introduced as Boris’ brother,
no surname is used but the expectation is
Boris will be a household name and the
audience will know who they are already.
Lockdown fashion fit for a That looking good and keeping up
queen appearances despite the lockdown is
important.
Marchioness of Bath (this requires more detail – see next slide)
11.
 After world war 1 many members of the aristocracy struggled to
retain their wealth and lands, some of them overcame this by
opening their lands to the public.

Longleat (Longleat safari park) was a stately home that belonged

to Marquesses of Bath since the 17th century. After opening the
grounds to the public it also created the worlds first safari park
outside of Africa.

Emma Weymouth (now Emma Thynn) is a socialite and model who

appeared in Strictly come dancing in 2019. she is the first ever
black woman to hold a title of Marchioness and ‘be welcomed into
the fold’ of British aristocracy as the article describes.
Aristocracy
The highest class in certain societies, typically comprising
people of noble birth holding hereditary titles and offices.

An example of an aristocracy is Britain's Royal family.

Another example of an aristocracy is the Kennedy family
in the United States. Government by a privileged minority
or upper class, usually of inherited wealth and social
position. ... The nobility, or the hereditary ruling class
11.
 Identifying the stereotypes used Stereotypes

Item Stereotype being presented reality

See EU later We should turn our backs on Europe We are more dependent on Europe
and only keep in touch with those we and other continents in the modern
deem as worthy. world as the UK is a very small island
overall.

12.
 13.
Mis-representation

Max Johnson is Boris Johnson’s half brother, he has often criticized Boris as Prime minister and has differing political beliefs.
He is a successful business man who has achieved success in China the worlds largest economic superpower.
He boasts the title of being the only non Chinese person ever to graduate from China’s MBA (china’s most esteemed school)
He is also the first Brit to run the North Korean Marathon.

Max lives and works from Hong Kong securing business trade deals for the UK.

So post Brexit he will be a clear political and financial player in

Aristocratic world.

How is being represented on the cover?

Is this a misrepresentation?

Are there any other misrepresentations on the cover?

What about gender, sexualities or different classes?

What groups are not being represented?

 Q. Which social group is under-represented?

• Working class.
• Older people in full time employment.
• LGBT, People not looking to get married
• unemployed

Why do you think this is?

It is targeted towards the British upper class ,

and those interested in right wing politics. Its
readership is the wealthiest of all Condé Nast's
publications.

Tatler uses stereotypes, misrepresents certain social groups and under-represents certain social groups because it
specifically targets the British upper-middle class and the upper class. In this sense it adopts an elitist approach in order
to appeal to the target audience, as with most media texts people outside of the target audience may still purchase the
magazine due to the aspirational way in which that lifestyle is presented and the promise that by reading the magazine
and gaining access to the workings of Westminster etc they too could have that lifestyle, In addition the front cover model
shows the aspiration that the lifestyle can be accessed through marriage and so following the fashion and lifestyle advice
could position the reader to enter that world. This can also appeal to the audiences gratifications particularly esteem and
gaining the respect of others.
14.
Audience all interpret media texts differently. Geographic – area you live in / know
Demographic – rich/poor, gender, age
This is to do with a number of factors. Psychographic – beliefs, values, interests

• Influenced by their friends/family/colleagues.

• Geographical location they grew up in.
• Demographic of the area they live in.
• Relate to a certain celebrity on the cover, perhaps the articles have relevance in their
own lives?

Geographic London London (Croydon) Basingstoke

(Buckinghamshire)
Tatler Magazine

Demographic Male Female Upper class Working class

Tatler Magazine

Psychographic Interested in fashion not interested in fashion

Tatler Magazine

15.
 Paired discussion

What issues does Tatler prefer to deal with?

What are the values and beliefs implied by the choice and the presentation of contents
that is illustrated by the front cover?

How might the cost of the magazine also target a specific audience?

If the magazine was very cheap would people perceive it as a high quality magazine?

16.
This concludes our study of the Tatler magazine – next we will look at Heat and also
compare both CSP’s.
https://www.condenast.co.uk/tatler/
The publisher’s page about the magazine, explaining to potential audiences what the magazine is about.
https://cnda.condenast.co.uk/static/mediapack/ta_media_pack_latest.pdf
Media pack for Tatler magazine, explaining to advertisers what the magazine is about.
https://www.tatler.com/article/new-rules-of-social-engagement-u-and-non-u
This article could give some indication of the ‘Tatler mindset’